Basically, in the search for more and better user-generated content, marketers have been battering customers with all kinds of surveys. There’s limited strategy behind those surveys and it’s leading to people shutting them out altogether.

That’s a real shame, because there are some great benefits to collecting this stuff.

Here’s the state of play:

Most current methods of collecting feedback are ineffective. They’re too vague, can’t be actioned – and often the outputs don’t even match up with your company’s internal processes, so different departments of the company can have wildly different views on how they’re performing.

Businesses tend to add a new method of collecting feedback instead of updating the ones that already exist. So the same customer ends up getting a few different requests for feedback from the same company, sometimes even about the same product.

The data you collect from your customers – whether it’s satisfaction scores or stories and photos – delivers huge business benefits if used in the right way.

Consolidating all your internal feedback and your inspiring content collection into one touchpoint CAN be done – in fact, it’s pretty easy if you follow some general principles.

So what are those principles?

Ok, here’s the deal. You get the first three now.

If you like them, the next three are in our latest ebook. It’s crammed full of original stats and there are loads of insights in it too – definitely worth the download.

Here we go.

Six three secrets to a great customer feedback strategy

1. Link every question to an action

Don’t just ask questions for the sake of it. Your questions should always link back to something within the business you can change. What will you do with the answers or the content?

2. Be specific

Don’t just ask generic questions – ask about specific details of what you sell and how you sell it. You can use this feedback to fine-tune your products and the customer experience.

3. Start with the most important business issues and work outwards

Some issues can be solved with feedback. Others, like perception issues, can be solved by using it.